It’s All About Relationships!
By: Nichole Neumann
Heating Green
It seems as though every company these days is “going green,” from switching over to energy saving light bulbs to installing solar panels. While today’s market is more welcoming than ever of green technology, starting a green business is not always easy. It’s not as simple as opening the doors to tell the world you’re a green-friendly business and watching the floods of people rush in. However, if one has the tenacity and drive to succeed, the timing couldn’t be better to leap into the green industry.
From the Beginning to Now
It doesn’t get more natural than the sun. Many people, especially here in the Pacific Northwest, are constantly trying to emulate its effects by using heat lamps, light boxes and dawn simulators. So, it may come as a surprise that when Jeff Caldwell opened Heating Green in January of 2007, throngs of customers weren’t waiting outside his door to purchase a product that provided sun-like warmth and comfort in minutes.
Heating Green, for readers unfamiliar to the business, is a designer of infrared radiant heating systems and distributor of electric infrared radiant heating Electric infrared radiant heating products are run off electricity rather than traditional fuels, such as oil, natural gas, coal or propane. The goal of radiant heating products is to transfer heat, or energy, from a warm object to the objects and areas around it. A perfect example of how the products work is the sun. Essentially, the sun is transferring its heat through invisible infrared waves to the objects and people on earth. Using this same technique, radiant heating products heat the objects and people around them much quicker and with less energy than traditional forced air systems.
The heating systems are currently being used in homes and businesses throughout Whatcom County and Washington, with a few customers in Tennessee, Utah, California, Oregon and Maine. So how does a business that was born in Jeff’s living room grow to become a national and international distributor in only four short years? Jeff credits a large portion of his growth to the company’s internet presence.
The company’s website, which has been a continuous topic of conversation during Jeff’s meetings with strategists at the Center for Economic Vitality (CEV), now provides customers with a wealth of information and allows them to view and learn about the site. Jeff has found that many people these days are not only researching products and looking for alternatives to traditional heating systems, they are also trying to find quick, do-it-yourself options that they can implement on their own.
For those customers who aren’t finding Jeff and his business online, one of the biggest challenges has been helping them understand what electric infrared radiant heating products are. “The first 7-8 months of the business only saw about 5% of sales for the year,” Jeff recalls, “while the remaining 4-5 months saw the other 95%.” It took a lot of networking and what Jeff calls “seed planting” before his business really took off. While many people resent making cold calls, knocking on doors and networking with people they don’t know, Jeff knew that this is what was needed in order to get his business up and running.
Today, Heating Green can boast that they have about 350 customers and have sold upwards of 2,000 products, ranging from small additions to a 72-unit apartment complex. For a company that isn’t even five years old yet, that isn’t too shabby. On top of his success, Jeff is proud to say that in that period he has yet to have any customers come back with malfunctions or warranty issues.
Use your Existing Customers
Jeff first came to the CEV when his business was only 4 months old. Since that initial meeting in 2007, Jeff has regularly met with a strategist in order to discuss many different aspects of his growing business, from ways to increase sales to budgeting issues to improving his website. As mentioned previously, one of the biggest challenges Jeff has encountered in running a small business is finding new customers and effectively marketing his products to them.
While the idea of marketing through direct mail campaigns and providing Valpak coupons have been thrown around, it was Jeff’s business strategist, Eric Grimstead, who pointed out that he already has a great platform from which to advertise. “The thing is, we have customers already that we have worked on building a relationship with and who trust us,” reflects Jeff. “People should realize that that’s advertising right there. When you have happy customers, there’s no reason why you should have to be spending as much on outside advertising” By working with Eric, Jeff has been learning the different ways he can utilize his existing customer base in order to expand his presence in the green energy market.
Through the help of the CEV, Jeff feels he can now look back at his business and appreciate all of the things he has accomplished. He knows that it is through his own determination and hard work, as well as through the assistance and helpful guidance of others, that his business is where it is today. He has learned that running a business is all about relationships. According to Jeff, being able to talk to someone who not only has helped reinforce the things he is currently doing, but provides valuable suggestions for improvement has been “an encouragement for sure.”
A Few Fun Facts with Jeff Caldwell
Something most people wouldn’t know about Jeff:
· Jeff is originally from Bangor, Maine. His wife describes him as ”Maine-centric”
Jeff’s favorite thing about being a small business owner:
· The flexibility; owning his own business allows him to have a balanced home and work life
Jeff’s strengths when it comes to running his business:
· Marketing and networking
Inspirational people in Jeff’s life include:
· His wife - he’s been married for 2 years and she has been very supportive in his endeavors
· A good friend named Ski, who has been a mentor to him over the past few years
· Bono – as one of the world’s biggest rock stars, Jeff finds him inspirational because he is still able to give so much time, effort and aid to those in Africa
Advice for future business owners:
· “Make sure you do market research. Don’t be afraid to take risks. Seek advice from sound council. Be tenacious. Know what your own endeavors are. Ask yourself if your business goals match your personal goals. Have ethics. Be interested in what you’re doing. Make sure you want to seek out relationships with people because it’s all about relationships!”